Swiss Marketing: Developments in marketing
On May 24, a large audience in Lugano followed the 16th Ticino Marketing Day with great interest. The presentations by the various speakers were extremely interesting and, against the backdrop of an economic system that is becoming increasingly complex and unpredictable and is experiencing weak growth, offered participants a wealth of ideas for their own business activities.
For all speakers, the customer occupied a central position, because this is the indispensable prerequisite for the continuous development of companies and the economy as such. "In the creation of value, marketing represents the engine of a company" - with these words Professor Enrico Valdani, Head of the Department of Marketing at Bocconi University of Milan, opened his speech. Companies must therefore not only focus on the customer in connection with the high-quality products and services they offer, but it is above all a matter of creating a positive customer experience that has memory value. Therefore, the central task of any company is to create an offer that represents a value for the customer that must be purchased. Next came the presentation of three case studies whose success further validated the opening thesis. First, Pierliugi Anzani and Giuliano Guffanti of BCentric illustrated the potential of the marketing database applied at Sole- 24Ore Group. Then Patrick Garbini presented a concept applied to the marketing of cashmere, which revives values such as tradition and quality of this high quality material. Purest's business model, which includes product development and manufacturing as well as sales promotion, distribution and brand management, focuses on enhancing the value of top-quality local products. Ezio Bassi showed the different faces of the Panini Group's business, which is actually known only as a producer of collectible pictures and albums for the World Cup and European Championships, but is also active in publishing, in the digital platforms sector, and in licensing and distribution. Panini's business activities are also carried out at the local level, with the Frontaliers collectible figures certainly being an example of success.
At a marketing event, such an important player as Google could not be missing, of course. Gregor Doser presented the development of online communication in an extremely exciting way. Internet presence is becoming increasingly important for companies, because the fact is that in ten years the number of Internet users is estimated at five billion. The event also celebrated the eleven freshly graduated Ticino graduates who received the federal certificate "Marketing Specialist " or "-fachfrau".
The next Ticino Marketing Day will be held on May 22, 2014.
